The positioning and differentiation strategy for Micromax, Samsung, Lenovo and Apple in India.
Micromax
Micromax provides a wide range of phones with different features thus serving a variety of customers. The major differentiating factor of Micromax is that it has managed to distinguish different unique needs of customers and offer a product that solves them such as providing rural customers with long battery life, and providing urban customers with the best variety at least cost with excellent quality of smart phones. The company is also coming up with new and modern models that will provide competition to the existing mobile markers. So the company has launched many types of dual-SIM phones. The company mainly produces android phones …show more content…
Having said that, we can see how it all comes down to proper brand positioning, innovation and differentiation strategy which takes a brand to its zenith.
After having its share of booms and slumps, Samsung came up with new ideas to be more customer-focused and creative in order to establish a strong brand image in the global market. Rather than making normal or usual handset devices, they started to produce smartphones to catch up with their competitors. Their main strategy was to provide the best quality products in order to meet their customers’ expectation.
They have been constantly redesigning and introducing new series of products, e.g. – Galaxy Series. Currently they are working on designing the lightest and slimmest phone of the world, along with an amazing powerful performance to gain an edge over their competitors. Samsung do not have any particular tagline/slogan for the company as a whole; they prefer to use unique taglines for each and every product. They tend to promote and position their mobile phones/note/tab at all the 3 different levels of …show more content…
• Lenovo develops and designs targeted products according to the channels and the difference of segment markets, As for the supermarket channel, Lenovo has designed relatively low prices of mid-level products, while high-end products on the electrical chain and retail sales channels. For the rural market, Lenovo designs and develops products that have relatively simple functions, relatively low prices to meet the needs of the students market.
Lenovo is seeking to differentiate itself which will organize its value chain activities to help create differentiated products and to create a perception among customers that these offering are worth a higher price. Lenovo has seized the opportunity to boost its smartphone division. Thanks to its strong foothold in the PC territory, Lenovo is able to leverage its high brand esteem and knowledge while establishing a successful distribution network all over the country. By focusing on medium-low end markets, Lenovo has increased its market share from 5 percent in 2011 to 10.4 percent in 2012.
Micromax
Micromax provides a wide range of phones with different features thus serving a variety of customers. The major differentiating factor of Micromax is that it has managed to distinguish different unique needs of customers and offer a product that solves them such as providing rural customers with long battery life, and providing urban customers with the best variety at least cost with excellent quality of smart phones. The company is also coming up with new and modern models that will provide competition to the existing mobile markers. So the company has launched many types of dual-SIM phones. The company mainly produces android phones …show more content…
Having said that, we can see how it all comes down to proper brand positioning, innovation and differentiation strategy which takes a brand to its zenith.
After having its share of booms and slumps, Samsung came up with new ideas to be more customer-focused and creative in order to establish a strong brand image in the global market. Rather than making normal or usual handset devices, they started to produce smartphones to catch up with their competitors. Their main strategy was to provide the best quality products in order to meet their customers’ expectation.
They have been constantly redesigning and introducing new series of products, e.g. – Galaxy Series. Currently they are working on designing the lightest and slimmest phone of the world, along with an amazing powerful performance to gain an edge over their competitors. Samsung do not have any particular tagline/slogan for the company as a whole; they prefer to use unique taglines for each and every product. They tend to promote and position their mobile phones/note/tab at all the 3 different levels of …show more content…
• Lenovo develops and designs targeted products according to the channels and the difference of segment markets, As for the supermarket channel, Lenovo has designed relatively low prices of mid-level products, while high-end products on the electrical chain and retail sales channels. For the rural market, Lenovo designs and develops products that have relatively simple functions, relatively low prices to meet the needs of the students market.
Lenovo is seeking to differentiate itself which will organize its value chain activities to help create differentiated products and to create a perception among customers that these offering are worth a higher price. Lenovo has seized the opportunity to boost its smartphone division. Thanks to its strong foothold in the PC territory, Lenovo is able to leverage its high brand esteem and knowledge while establishing a successful distribution network all over the country. By focusing on medium-low end markets, Lenovo has increased its market share from 5 percent in 2011 to 10.4 percent in 2012.